London Design Awards

# Design Brief: Soft & Friendly (with Vibrant Pop)

Warm low-saturation pastels, generous rounded corners, and approachable illustrations.

## Design Tokens

```css
:root {
  --background: #7cc9ed;
  --surface: #080808;
  --foreground: #ffffff;
  --muted-foreground: #d6e8f2;
  --accent: #f15b24;
  --radius: 4px;
  --font-heading: "Arial", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Arial", ui-sans-serif, system-ui, sans-serif;
}
```

Color area ratio: Background #7CC9ED (~55%) · Surface #080808 (~11%) · Text #FFFFFF (~14%) · Muted Text #D6E8F2 (~7%) · Accent #F15B24 (~13%). Background and surface dominate the canvas; reserve the accent color for primary buttons and active states.

## Layout & Conversion Structure

- Hero layout: Full-Bleed Canvas / Video / 3D
- Navigation: Full-Width Top Bar
- Theme & density: Light · Balanced
- Border radius & elevation: Small Radius; no drop shadows—separate layers with hairline borders and whitespace
- Primary visual medium: Illustration / Character Art
- Conversion CTA: Start Free / Sign Up
- Headline hook: Direct Action Command
- Hero components: Custom Illustration, Metrics Strip
- Spatial layout notes: Full-Bleed Canvas / Video / 3D hero structure paired with start free / sign up CTA and no explicit trust bar.
- Visual summary: Soft & Friendly (Light canvas, balanced density) featuring full-bleed canvas / video / 3d layout and illustration / character art visuals.

## Avoid

- Harsh pure-black backgrounds
- Sharp 0px corners
- Cold technical jargon in hero copy

Implement the UI following the design tokens and layout specifications above: use only these color variables, and reserve the accent color strictly for primary actions and active states. Adopt only this visual style—never copy any reference product’s brand name, logo, copy, or imagery.